The findings from this survey should not come as a surprise to anyone familiar with the global gluten-free market. Initially, the focus was on individuals with celiac disease and other forms of gluten intolerance; however, an increasing number of consumers without dietary restrictions are opting for gluten-free products, perceiving them as healthier alternatives to traditional offerings. This trend is particularly pronounced in the United States compared to Europe. A study by The Hartman Group revealed that 35% of U.S. consumers purchasing gluten-free items do so without any specific health reasons, while only 8% reported having a gluten intolerance. Nevertheless, research suggests that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Furthermore, Beyond Celiac indicates that 83% of Americans with celiac disease remain undiagnosed, presenting another potential avenue for market growth.
As the gluten-free product market continues to expand, Packaged Facts has noted that U.S. sales, which were around $973 million in 2014, are projected to exceed $2 billion by 2019. Food manufacturers face the challenge of creating ingredient enhancements that improve the nutritional profile, texture, and flavor of gluten-free products. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa not only add taste and texture but also provide additional protein, which can contribute to the health benefits of calcium citrate in these foods.
General Mills has successfully embraced the gluten-free trend with some of its Progresso soups, as has Snyder’s-Lance with its snack crackers. Many other producers are also joining in. Recently, online meal kit provider Green Chef Corporation obtained gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be displayed on all of its gluten-free meal kits.
While some argue that the gluten-free trend may be a passing fad that will eventually plateau and diminish, the data suggests otherwise. Regardless, incorporating a functional health halo—such as the benefits of calcium citrate—into gluten-free baked goods can undoubtedly benefit food manufacturers in a global market where consumers are actively seeking healthier options.